Branding Quote by Clayton Christensen
“In general, the questions that are on our mind are the same questions that have been driving our work over the past decade. How do we bring order to this messy, unpredictable world of innovation? How can we dramatically improve the chances of creating a successful new-growth business? How can we do this again and again? More specifically, it has become very clear that the fundamental paradigms of market segmentation and branding are badly broken - and we're working on developing more useful theories for these dimensions of innovation.”
About This Quote
Source Speech: Harvard Business School, 2015
Innovation is chaotic; we need new frameworks for market segmentation and branding to repeat success.
In simple terms: Innovation is messy; new frameworks help.
Key Takeaway
Develop better models for growth.
Themes
innovation
strategy
growth
Mood
strategic
inquisitive
Type
business
thought‑leadership
When to use this quote
- startup creation
- product launches
- corporate pivots
- investment decisions
Key Concepts
business theory
market analysis
Questions to Reflect On
- What assumptions underlie current segmentation?
- How can you test new branding theories?
A Different Perspective
Frameworks may oversimplify complex markets.
